Why Luxury Travel Brands Don’t Make the A-List
Photo Credit: Shown here is The Peninsula Paris. Luxury travel brands aren't making the cut on Interbrand's ranking of the world's top brands. Peninsula Hotel Paris
Skift Take
When it comes to keeping up with the Joneses, luxury travel brands are falling behind. The value of brands from fashion, automotive, and financial services sectors is far stronger than those from hospitality and travel.
Luxury Travel News
The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.
Why don’t luxury travel brands resonate among consumers the way that high-end fashion or automobile brands do? As we report in today's top story, according to Interbrand's new and closely watched ranking of the world's top brands, luxury travel names don't make it into the Top 100.
Now there are some methodological reasons for the exclusion. But methodology aside, the study's finding may suggest that, particularly in the hotel space, brands aren't doing enough to distinguish themselves from one another. A Ritz-Carlton feels the same as a Four Seasons, which feels the same as a Sofitel. While Asian luxury hotel brands, as a whole, do have a different feel from their North American- and European-based counterparts when compared to each other, most share similar vibes.
Maybe brand-loyal customers would disagree, but to the average consu
